How to be UNIQUE & PRODUCTIVE in saturated Flash Game Market

1. How to beUNIQUE & PRODUCTIVEin saturated Flash Game Market Kris Antoni – Toge Productions Casual Connect Asia 2012May 22-24 2012

2. About Toge • Based in Indonesia • Started as student team • Established as a game dev studio in 2009 • Develops Flash & Mobile Games Kris AntoniCEO & CoFounder SudarminCTO & CoFounder

3. Our Games Created over 18 games

4. Achievements • Winner, Best Multiplayer GamePlanetary Conflict, Flash Gaming Summit 2011, San Francisco, USA • Winner, Best Game ArtNecronator 2, Flash Gaming Summit 2012, San Francisco, USA • Speaker & Showcase Infectonatorat Casual Connect Seattle 2010, Seattle, USA • Recognized Developer, Newgrounds.com • Highest Rated Game, Infectonator, Kongregate.com Our Satisfied Clients

5. Overview Flash Game Market

6. Flash Game Market • Audience • Massive global audience, viral effect, wide distribution of Flash player • Developers • Mostly enthusiasts and a few professionals • Publishers • There are only a handful of portals that are good sponsors and have a large audience Source : Mochi Flash Market Survey 2011

7. Flash Game MarketProblems • Developers • More competition as new developers enter the flash market • Market is flooded with similar games (becoming saturated) • Publishers • Google Ads policy change, reduces sponsors & sponsorship • Too many games to be picked (most of them are unpolished) • Publishers tend to overlook games from unknown developers • Audience • Audience are getting bored with similar games / unpolished games

8. How to Compete? • Be Unique • Be Productive

9. How to be Unique

10. Make your own flavor • Be Different • Because the mainstream is too mainstream • Polish to shine • Pay attention to details • High Quality • Make your game stand out • Deep & Engaging experience • Complex yet simple gameplay • Memorable • Be different, be controversial • catchy title (eg. “Ville”, “Story”)

11. Released @ Armorgames.com Rating 9.5/10 Over 2 million gameplays (1 month)

12. Standing outInfectonator 2 • Be Different • Be the bad guy • Instead of killing zombies, we play as the zombies • Polish to shine • Chat balloons • Different languages for different countries • Deep & Engaging experience • Tap & Watch • A lot of different zombie types • Memorable • “Nator” series • Unique Gameplay • Doesn’t even fit to any genre

14. Standing outRelic of War (Reich of Darkness) • Be Different • Be the bad guy, we play as “Axis” • Polish to shine • A lot of Blood, Explosions, and Other visual effects • Chat Balloons & Voice Acting • Deep & Engaging experience • Story / Dialogue scenes • Memorable • Controversy Released @ Armorgames.com Rating 8/10 Over 800.000 (2 weeks)

15. Standing out Controversy • Opportunities • Make people talk about your game • Written in articles • Fuel debate in forums • Free Promotion • Identify Loyal fans • Memorable • Challenges • Can create backlash & protests • Game may be taken down • Lessons Learned • Balance it out, don’t go overboard • Be calm & responsive in dealing with complaints / protests • Your fans will support you, listen to them!

16. Controversy • Cons • “I think it is terrible that you are supporting Reich of Darkness.  The game itself looks cool, but the topic and the theme are supportive of Nazi Germany. ”-Wildbill57 • Pros • “Seriously, name one Nazi related thing in that game and I will agree that the game should have been taken down. There wasn't a single Nazi related thing at all; Their Hitler had a full beard”-stinkyjim • “you must be an idiot if you think this game has anything bad, the german army did exist, and just because your are playing with it, doesnt means you're nazi, wake up idiots its just a flash game...”-Lima249

17. How to be Productive

18. 3 Games in 8 months • Necronator 2 – 4 months • RoD – 2 months • Infectonator 2 – 2 months

20. Being Productive • Reusable Artwork • Build your Art Asset / Character Library that can be re-used in different games • eg. Kairosoft “Story”-series • Reusable Codes • Build flexible codes that can be utilized to create different type of games in shorter time • Don’t hardcode it! Use XML • Standardized Workflow • Set rules and limitations for Artists & Programmer • Everybody knows how to do their part

21. Being Productive • Maximize Monetization • Advertisement • Premium Contents / In-App Purchase • Users are getting familiar and slowly accepting it • Maximize Platform • Plan ahead on how to port your games from web to mobile • Screen resolutions • Graphic limitations • Game Controls & UI • Hardware limitations (memory & processor) • Code optimization • Make it less painful

22. Growing Fan Base

23. Growing Fan Base • Twitter followers • Facebook fans • Social Media reduces marketing costs

24. LESSONS LEARNED • Be Unique • Mix Genres to create a new gameplay • Controversy can be good • Play as the other side (Be the antagonist) • Be Productive • Reuse (Art & Code) while offering something new (Gameplay, Theme) • Try to target Multiplatform • Maximize Monetization

25. Contact Us For more information and business related inquiry please contact us: E-mail – business@togeproductions.com Kris Antoni Hadiputra, CEO & Co-Founder E-mail – kris@togeproductions.com Mobile – 08170071072 Sudarmin Then, CTO & Co Founder E-mail – sudarmin@togeproductions.com Mobile – 085921359208 Or visit our studio: Taman Elok Selatan 976-978, Cluster Taman Diponegoro, LipoKarawaci Tangerang, Banten • TogeFacebook : www.facebook.com/togeproductions • Toge Twitter : @togeproductions